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Showing posts from March 13, 2017
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SEM account management: Part 1 — How to avoid getting fired

This is the first of a three-part series about SEM account management. SEM is a fun and constantly changing online marketing channel. There are numerous things that account managers can do to improve their account performance, and even to excel and get more responsibility from their organization.However, the first requirement of being a good SEM Manager is to be one. If you get fired by your boss, you can’t really work on excelling, can you? I have some pretty substantial experience in this area — both in being fired myself and in being on the scene when other account managers have been removed from accounts.This article details some of the most common career-limiting ways that an SEM account manager can run into trouble, and how to avoid them. Parts 2 and 3 will focus on how to “deliver the goods” and gain more responsibilities.[Read the full article on Search Engine Land.]

via Marketing Land

Why you shouldn’t have to hate your ESP

“Hate” is a harsh word. And yet I’ve heard it used by several marketers referring to the email service provider (ESP) that they’ve willingly selected. Two marketers who have partnered with five different ESPs over the years recently told me, “We use the ESP we hate the least.” I felt as if I was listening to someone in therapy.Why use a vendor you hate?When selecting an ESP, the choices are a single-point provider of email solutions or a partner that offers several solutions that are often rolled up into a giant marketing automation platform. You should be leery of these extended-solution families.In an SAP study of B2B buyers, 52 percent said that the biggest risk of getting a purchase wrong is wasting company money. Nearly 23 percent of them said that losing internal credibility is their top concern.To avoid these risks, marketers may take the conservative approach and choose a well-known SaaS (software as a service) behemoth, one of the all-in-one marketing platforms that include e…

Chrome Extensions: A vehicle for Amazon and Pinterest to compete with Google?

Search advertising has swelled to become an industry worth over $35 billion annually, yet it is still heavily driven by text-based searches and dominated by Google.However as Google’s index goes mobile-first, consumers get to grips with voice search, and technology advances to avail of image identification in our predominantly visual culture, new opportunities are opening up for the competition.One such opportunity lies in the use of Google’s own Chrome web browser, which allows companies (including Google’s rivals) to develop and disseminate extensions to grow their digital footprint.This may not necessitate or even facilitate a seismic shift in the industry, if Google continues to provide a search product that responds best to a user’s query.Undoubtedly, Google remains the go-to location when consumers know what they want; but what if other providers could get in on the act earlier, by nudging consumers towards products they hadn’t thought of or never knew existed? What if consumers…

Cutting-edge martech? 65% of brands have no plans to invest this year

Marketers know that change is coming, thanks to new technologies like machine learning and virtual reality. But in a recent survey, almost two-thirds said they’re not planning to invest in those cutting-edge technologies in 2017.The data are from Bynder’s just-released “State of Branding 2017” report, which surveyed 562 “global brand managers and CMOs” in December 2016. Of those surveyed, 78 percent are based in North America, and 53 percent work at companies with more than 200 employees. Responses from B2B and B2C brands were almost evenly split.Respondents said virtual reality (24 percent) and machine learning (23 percent) will have the biggest impact on marketing during the next five years. Augmented reality (17 percent), beacons and chatbots (12 percent each) round out the top five.But only 43 percent of respondents called their companies early adopters when it comes to new marketing technologies. And very few of them said they’re planning to invest in these kinds of technologies …

The magic behind the Instant Pot viral phenomenon (and the CEO’s favorite recipe)

We all have at least one person in our circle of friends who gushes about the Instant Pot. If you don’t, it is just a matter of time (or you are that person). I have friends I didn’t even know could cook an egg but now have an Instant Pot and rave about how they make so many great meals in it.So how did an electric pressure cooker become a breakout viral hit? How has it harnessed the success of being an Amazon best-seller into an active, thriving community? What does the team behind the Instant Pot have in store for us next?All of these questions have swirled in my head since I bought my first Instant Pot a few years back. So I was thrilled to spend some time with the founder and CEO, Robert Wang, and talk about all of this and more.How it took off and when they knewA story line that always interests me is founders talking about the moment they knew their item was catching on. Amazon has the iconic story of having a bell ring each time they had a sale, but quickly had to disable it on…

How marketers should be thinking about voice search

Generation Z and early Generation Alpha will likely be the last of us to type.Keyboard users are a dying population. Who is the next generation? Voice users. If you spend time with young kids, you’ll notice that they favor voice assistants over keyboards. And who can blame them? People rarely turn down easier ways of doing things!Marketers need to be thinking about this shift, because voice search will have a significant impact on content discovery through search. Although currently there is no simple or precise way of identifying voice vs. non-voice queries, “Okay Google” queries are becoming far more common in search query reports for our clients, and they’re even showing up as rising terms in Google Trends.To be successful in this shifting landscape, marketers need to start fine-tuning their strategies across media and content types, including text, image and video.For website content, it may be in your best interest to have specific natural language pages that come from CRM (custo…

Television meets internet in emerging new ATSC 3.0 standard

Traditional television and internet-delivered television are heading for a merger in a new, next-generation standard. And the result could be a complete overhaul of how cross-channel marketing and ad campaigns are conducted.The merger is part of version 3.0 of the Advanced Television Systems Committee standard, or ATSC 3.0 for short. Our current HD system is ATSC 1.0, and 2.0 has been skipped in favor of this more advanced incarnation.Under 3.0 — which is expected to be finalized as a standard this spring — the television signal becomes based on Internet Protocol, the IP family whose most famous member is the internet. As a result of that shift, the same broadcast signal can be delivered to compatible mobile devices and to ATSC 3.0 TV sets. And TVs and streaming boxes like Roku can house applications to manage the TV stream, just as Net-based applications manage data.Every household watching an ATSC 3.0 TV program — and potentially every viewer, if the application asks for sign-in in o…

What is brand marketing?

There is a lot of confusion around brand. It’s one of those words widely used but not widely understood. Is it just a logo, a color palette and a trendy sans serif font? Or is it bringing clarity to your offering and perception in the market? Just what is brand marketing? And can it be measured?What brand marketing is not is slapping your name and logo everywhere with the hope the carpet-bombing exposure is sufficient to sell your product. What it is not is tattooing your logo on someone’s forehead.“That’s branding, but that’s like branding with cow and cattle back in the day for ownership and territory,” said Paige Musto, Act-On’s senior director for corporate communications.That approach may have worked in the past, but today’s brand marketers are more sophisticated.Your brand is your most valuable intellectual property. It represents your business’s identity, enhances your culture and extends your value proposition.“The brand is very important because it is the first touch point, t…